print: To communicate the complex nature of the technology, Jenn's work as CD/Art Director at Cole and Web created a character named Roshi. He passed down his wisdom via mystical rants on Tibetan prayer flags over stunning, textured Ray Akeson photography on full-page spreads in magazines like Blue, Outside and more. This mellow vibe went over surprising well with the mountain-town crowd and Outlast was soon injected into everything from helmets to socks, boots and eventually bedding. Roshi would approve.